When I joined the Foundation for Physical Therapy, it was at a moment of both reflection and risk. The organization was approaching its 40th anniversary with a brand identity that hadn’t changed in nearly as many years.
Despite decades of impact in funding research and launching scientific careers, the outdated logo and name no longer communicated the organization’s relevance—or its future. I led the charge to bring the brand into the present. Building on existing stakeholder research, I guided the rebranding effort from strategy to execution—locating a cost-effective designer outside the DMV area, managing every creative deliverable, and overseeing a complete overhaul of the website, publications, and event displays in under two months.
This work wasn’t just visual—it was political. The board was uncertain and attached to the legacy identity, and change required trust. I worked individually with key board members, presented options with clarity and empathy, and ultimately brought the group to consensus on updating the brand identity along with the new name, the Foundation for Physical Therapy Research. That shift made the organization’s purpose unmistakable. The new identity debuted on time at APTA’s national meeting alongside a full suite of new materials.
Guiding an Event-Driven Nonprofit Through COVID
Shortly after the debut of FPTR’s new identity, the organization faced another challenge—COVID-19. With in-person engagement no longer possible, I played a key leadership role in rapidly transitioning to a virtual strategy, organizing, executing, and marketing 10 successful online events in just 8 months. These events sustained grassroots fundraising and awareness by engaging audiences ranging from student fundraisers to major donors and emerging scientists.